Rajdhani is a flagship vegetarian thali restaurant brand in India with over 37 locations serving rotating menus of 22,464 delicacies from Gujarat and Rajasthan. For Makar Sankranti, Rajdhani launched a Facebook application where users could cut virtual kites within a time limit, with lucky winners receiving a meal at Rajdhani. The no-paid campaign saw over 1,000 visits to the app and page organically, engaging nearly 20,000 fans total.

1. Campaign: Kaipo Che
By

2. About Rajdhani
Rajdhani, The Vegetarian Thali Restaurant which is a flagship brand of
Mirah Hospitality has spread its aroma in this industry over the past few
decades.
Known as the best "thali place" with 72 different rotating menus with
22,464 delicacies from Gujarat and Rajasthan, Rajdhani gives even the
most regular customers and delighted guests (approx. 9.5 million) with the
rich flavors of novelty.
With a fast pace expansion and over-whelming response by millions across
the country, Rajdhani Restaurants have over 37 locations in India and is
also leaving its footprints in the Middle East. Come to Rajdhani to savour
the taste of rich Indian tradition.

3. Concept
An interactive Facebook application where Rajdhani fans/followers delight
themselves with some beautiful kites on Makar Sankranti.
Beat the timer by cutting maximum kites & the lucky ones will dine at
Rajdhani Thali.
The campaign was done for 4 days
*No paid promotions were involved

4. A Few Steps
All the steps were well explained for a simpler experience.

5. Fan-gate
A fan gate for new fans on Facebook.

6. Flow of the app
Use your mouse clicks to
enjoy the experience of
cutting some beautiful
kites.
Click on them and cut as
many kites as possible
within 15 seconds.

7. Mechanism
Start cutting the kites by using your mouse clicks.

8. Mechanism
In case a user has not started, a pop-up comes as ‘Oops!’.

9. After playing…
After playing the application.

10. Promotions
A teaser post was done before the launch
on Facebook.
Some kites on the creative were used to
give our fans a hint about the theme &
generate that curiosity.

11. Execution Strategy
Four promotional posts on Facebook & a few tweets.
The app was launched with a teaser post.
The communication was based on introducing the app to our fans.
Possible organic fans were reached on Facebook which made the app go viral.

12. Results
New organic fans: 180+
Total visits on the app tab: 945
Total plays: 486 users actually played the app
Unique plays: 200+ unique users played the app
Total visits on the page: 1,989+
Unique visits on the page: 687+
On an average we reached out to 20,000+ fans (8,000+ unique users)
Total scores received: 486 users submitted their scores to us
Bitly link clicks: 470+

13. Stay updated…
www.rajdhani.co.in
www.gozoop.com